An integrated marketing communications campaign for La Traviesa Hotel Resort

• Main Author: Camba, Jhona Sandoval
• Format: text
• Language: English
• Published: Animo Repository 2013
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/4935
• Institution: De La Salle University

La Traviesa Hotel Resort was established in 2009 by the Lebria family - the owners of the Lebria Transport and Allied Services Corporation (LTASC). Considered as a newcomer in the travel and tourism industry, La Traviesa Hotel Resort created a website, facebook account and arranged partnerships with online hotel reservation companies. Recently, as part of their marketing strategy, it partnered with online social shopping website, Ensogo.com. However, it does not tapping aggressively its target market. The campaign was intended to position the La Traviesa Hotel Resort as a hotel resort that offers a private venue and services for a great bonding experience for medium to large scale of companies. The Integrated Marketing Communications (IMC) campaign will run for six months from April to August 2013 with a total budget of PHP1 million for media and production. The media strategy is aimed to reach out to their target market through out-of-home and other forms of media for additional exposure. The media placement of the campaign depends on the identified demographics, psychological, technological and social status of the target market. The campaign is limited for execution in Metro Manila and will focus on out-of-home and print advertisement and will be supported by online media.